Glossary/TikTok
What is TikTok?
Short answer
TikTok is a service for short vertical videos where the material mainly reaches people who do not follow the author. Reach is built by the recommendation system, so an account with a small community can get in front of a large audience if the topic and the first seconds work. In a brand collaboration what counts most is the idea for the video, not the follower count.
What exactly is TikTok as a place to advertise?
The viewer watches one video after another from recommendations, not from a list of profiles they follow. So the material has to explain itself: without the context of earlier posts and without knowing who the author is. An advert made like a classic advert does worst here, and what works best is video shot in a format the viewer knows from this service.
How is TikTok different from Instagram in collaborations?
In the role of the community. On Instagram reach rests largely on people who already follow the creator, so trust built earlier matters. On TikTok distribution is decided by the material itself, which makes the result of a single post less predictable: one video will travel very far, another will stop with a narrow group of viewers.
Why do brands order videos on TikTok?
Because the cost of reaching a new audience can be lower here than in formats built on followers, and a brand can test several ideas instead of betting everything on one polished video. For a creator it is a service where you can start earning without years of building a profile, as long as you can come up with good openings.
Where to order it or find tasks
Related terms
Words that come up in the same conversations. Each has its own definition in the glossary.
- Instagram Reels
- Short vertical video that is shown to people outside the follower list as well. That is why reach here depends more on the material itself than on the size of the account. Read more
- Views
- The number of times the material was played, repeats by the same people included. Always higher than reach, which is why it is easy to mistake for the number of viewers. Read more
- Instagram Story
- Material that disappears after 24 hours and is watched full screen. It gives quick contact with the most active part of the audience and lets you add a link. Read more
- Feed post
- A publication that stays on the profile for good. It collects reactions more slowly than video, but it works as a calling card for the collaboration, one you can come back to. Read more
Frequently asked questions
Does a small follower count rule out a TikTok collaboration?
No. Brands look here at the results of recent videos and at whether the creator reaches their own audience, not at the follower counter shown under the profile.
Can TikTok material be used elsewhere?
Yes, if the task provides for it. Vertical video also suits other short video formats, but the scope of use and the period have to be written down before filming, not after publication.
How do you price a TikTok collaboration?
On the basis of typical results from recent posts, the scope of rights and the editing work involved. We give rate ranges for each niche, because the differences between categories can be bigger than the differences between services.
